Guerrilla Media: Interactive Social Media

  • Andrej DuhEmail author
  • Sebastian Meznaric
  • Dean Korošak
Part of the Media Business and Innovation book series (MEDIA)


In the convergence culture we are witnessing the rise of social or consumer-generated media—social networks, social blogs, weblogs, podcasts, pictures and videos—that increase communication intensity between people. Key properties of social media, such as frequency, immediacy, permanence and interactivity, should also be the key properties of traditional media—television and newspapers. Unfortunately this is rarely the case.

This book chapter focuses on the possibility to use various social media and other informational and data channels for automatic generation of interactive social media news streams. We propose a network representation and the network model of spreadable media content serving as a basis of new application using the notion of persistent context and apply perpetual analytics on social media data streams, where every incoming observation is evaluated against all prior observations. We discuss our Guerrilla media application idea of tapping into collective intelligence and detecting messages from huge amount of social network accounts and spreading them through interactive social media news streams into the digital universe.


Convergence culture Consumer generated Social media Perpetual analytics Cross-media semantic Interactivity 



The work that led to this paper was partially financed by the project SEETechnology “Co-operation of SEE science parks for the promotion of transnational market uptake of R&D results and technologies by SMEs” co-funded by South East Europe Transnational Cooperation Programme. The work of one of us (DK) was partly financed within the framework of the operation entitled “Centre for Open Innovation and Research of the University of Maribor”. The operation is co-funded by the European Regional Development Fund and conducted within the framework of the Operational Programme for Strengthening Regional Development Potentials for the period 2007–2013, development priority 1: “Competitiveness of companies and research excellence”, priority axis 1.1: “Encouraging competitive potential of enterprises and research excellence.”

The authors wish to thank Marko and Urška Samec for the infographics design.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2016

Authors and Affiliations

  1. 1.University of MariborMariborSlovenia
  2. 2.Clarendon Laboratory, University of OxfordOxfordUK

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